Although many may think that the 'Cola Wars' of the 1990s is a thing of past, in reality they are not. While Coca-Cola is the official sponsor of the ongoing ICC Cricket World Cup, it is Pepsi that has grabbed all the limelight of late.
PepsiCo India roped in 87-year-old Charulata Patel, who was seen cheering the 'Men In Blue' during the India-Bangladesh match. In an interview to ANI, the octogenarian expressed her love and passion for cricket. Patel said, “I have been watching cricket for the last many decades, from the time I was in Africa. Earlier, I used to watch on TV when I was working, but now that I am retired, I watch it live.”
Patel even said she was present in the stadium when India lifted its first World Cup, way back in 1983.
Indian team captain Virat Kohli and Rohit Sharma went into the stands to meet her, and the next moment Patel became a darling of social media platforms after her pictures started trending on Twitter.
Pepsi was quick to bank upon the opportunity and included Patel in its ongoing ‘Har Ghoont Mein Swag’ campaign. It brought back the memories of ambush marketing when PepsiCo, during the 1996 Cricket World Cup held in the sub-continent, declared a war against Coca-Cola India. While Coca-Cola was the official sponsor of the event, Pepsi took a jibe at its arch rival with its ‘Nothing official about it’ campaign.
In an official statement, Pepsi India said, “Pepsi salutes the undying Swag of the Indian cricket fan and is honoured to bring the story of the unassailable Swag of Charulata Patel, an 87-year-old cricket fan. Her passion for the game shows the world that age is no bar when it comes to living life in the moment; it is uninhibited, confident and full of Swag. Brand Pepsi is proud to collaborate with her for a unique digital campaign, which will pay tribute to the undying spirit of the Indian cricket fan.”
Pepsi has given its ‘Har Ghoont Mein Swag’ campaign a twist and has released a Fan-Anthem. The latest video released by the cola brand features Patel. The ‘Har Fan Mein Swag’ Fan-Anthem, launched on YouTube, will be supported by a 360-degree marketing plan. TikTok users will be encouraged to share their version of Swag steps set to the tunes of the Fan-Anthem.
Charulata also took over Pepsi’s Instagram page to showcase her own take on cricket, Swag and the brand’s philosophy. She also features in a series of memes created by the brand.
It seems Patel has become the new sensation in the ad world. Recently, Amul, known for its topical ads, released a doodle on this super fan and captioned it, “Grand Mother India... For Fans Old and Young”.
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